Being climate-friendly beats financial discounts: how do online supermarket customers choose sustainable delivery options?
Supermarket chains have been offering home delivery for several years now – and have encountered numerous challenges in the process. Last-mile delivery, i.e. getting items to the customer, can be costly and has a significant environmental impact, especially in the food sector, where goods often require expedited delivery. A research team from the University of Palermo and the University of Klagenfurt has recently examined the role of consumer behaviour in this process and explored incentives that could encourage customers to choose more climate-friendly delivery options.











